Ordinary sales data is not sterile columns of numbers, and its best use is not to be subtotaled by analysts into sales by brand, category, and region. Rather, this method of analysis appreciates sales data as a rich source of business and shopper insight. It also values the analyst to whom insight appears and without whom there is no one to tell the “story” in the data. The material is organized around the “Revenue Model” of sales analysis. The Revenue Model is both a method of analysis as well as a spreadsheet tool. Ostensibly, the objective of the class is to teach students how to load the tool and use it to manipulate sales data. The real goal, however, is teach the analyst to discover “insight” and weave it into a compelling story that ultimately benefits the CPG manufacturer, the retailer, and most of all, the shopper.